The British design giant Burberry revealed intentions to lay off 1,700 workers, or about one-fifth of its global staff. The action is a significant cost-cutting measure to improve the operation of the business.
The layoffs are a part of a larger restructuring led by CEO Joshua Schulman, who joined the company last year with the goal of turning around Burberry’s years of poor performance.
Due to overproduction, a night shift at the company’s Castleford trench coat plant in England will be eliminated, and the majority of the job losses will impact office-based positions. “All brand metrics have shown a significant improvement in the second half compared to the first half,” Shulman said in a media report.
Going Back to Old School
Following past blunders like aggressive pricing and ambiguous brand positioning, the former Jimmy Choo CEO has shifted Burberry’s emphasis back to its heritage staples, especially trench coats and scarves.
Additionally, he has placed his hopes in designer Daniel Lee and leather accessories, which have a higher margin. Marco Gobbetti and designer Riccardo Tisci led the business from 2017 until 2021.
They attempted to position the group as a high-end luxury fashion brand, but their efforts were not very successful financially. Schulman is the brand’s fourth CEO in ten years, having succeeded Jonathan Akeroyd.
Financial Outlook of Burberry
Burberry barely avoided a loss for the fiscal year that ended on March 29, 2025, with an adjusted operating profit of £26 million, significantly higher than the £11 million that analysts had predicted.
The general decline in the premium sector is still a worry, though. The fourth quarter saw a 6% decline in comparable sales, which was marginally better than the 7% decline that analysts had predicted.
According to region-by-region analysis, sales in America, Europe, the Middle East, India, and Africa all decreased by 4% from the previous year. Sales in the Asia Pacific region also fell by 9%. Schulman acknowledged that there had been indications of a softening of consumer behaviour, particularly in the United States.
“The US customer was maintaining their momentum as we entered Q4, but as we moved into February, especially in the US market, things became a little choppy,” he stated.
Currently, 19% of Burberry’s customers are from the US. The business noted “geopolitical developments” as a contributing reason to economic uncertainty, but it made no comments regarding the possible effects of US tariffs. For the fiscal year 2026, no specific budgetary goals were established.
Burberry, the luxury fashion brand founded by Thomas Burberry in 1856, has undergone a remarkable evolution from its origins as a producer of waterproof fabrics to becoming a global symbol of opulence and sophistication. Offering a diverse range of personal accessories, footwear, and clothing, Burberry seamlessly blends high fashion with timeless appeal, catering to a broad spectrum of age groups and genders. With a formidable global presence and an unwavering dedication to superior craftsmanship, Burberry has captured a significant market share and achieved impressive sales growth. The brand’s iconic designs and innovative marketing strategies have firmly established its place in fashion history, forging a deep emotional connection with discerning consumers worldwide. Based in London and listed on the esteemed FTSE100 index, Burberry continues to shape the industry and redefine refined style through its rich heritage, expansive reach, and steadfast commitment to excellence.
Burberry has carved a niche audience of sophisticated, affluent people with a high disposable income. Its celebrity appeal and strategic store placements in densely populated, affluent, and tourist-attractive cities enhance its aura of exclusivity. By targeting the millennial generation, Burberry tailors its products to their evolving tastes and aims to establish long-lasting connections. With women at the forefront, Burberry captivates its audience through carefully curated stores and a focus on the millennial market, offering captivating fashion that enthralls luxury seekers.
Burberry – Marketing Mix
Renowned for its iconic trench coats and checkered patterns, Burberry has captured the hearts of fashion enthusiasts around the globe. Behind its success lies a meticulously crafted marketing mix that combines product excellence, strategic pricing, captivating promotion, and unparalleled distribution. Let’s delve into the world of Burberry’s marketing mix, where style meets strategy.
Product
Burberry’s product mix is a diverse and comprehensive range that caters to various customer segments and preferences. Anchored by the iconic trench coat, the brand combines heritage and innovation by infusing trendy and fashionable elements into its designs. Their ready-to-wear collections for women, men, and children exemplify exceptional craftsmanship and attention to detail. Expanding into the beauty segment, Burberry offers makeup and skincare products that reflect the same sophistication as their fashion line. Accessories such as handbags, scarves, sunglasses, and fragrances complete the ensemble, allowing customers to express their individuality. Through this diverse product mix, Burberry solidifies its position as a global fashion powerhouse, satisfying the needs of customers seeking both timeless classics and contemporary trends.
Burberry – Range of Products
Price
Burberry’s price mix is centered around premium pricing, which aligns with its luxury positioning. The brand emphasizes exceptional quality and exclusive design to justify higher price points and create a sense of status for its customers. The trust and loyalty it has built enable Burberry to successfully command premium prices. The brand also offers a range of price points within its product mix to cater to a broader customer base. By carefully balancing pricing strategies with market dynamics and competitors, Burberry maintains its position as a prestigious luxury brand, appealing to discerning customers seeking both quality and prestige.
Place
Burberry’s place mix encompasses physical and online channels to maximize its global presence. The brand strategically selects prime locations in major cities and upscale shopping districts to attract a wider customer base. Physical stores, like the flagship on Regent Street, offer captivating experiences with personalized services. Burberry’s online store provides convenience and accessibility, complemented by collaborations with third-party e-commerce platforms. This seamless integration across channels caters to evolving consumer preferences, solidifying Burberry’s position as a prominent luxury fashion brand.
Burberry Chicago Flagship Store
Promotion
Burberry employs a comprehensive promotion mix that combines traditional and modern strategies. It’s packaging, with the distinctive brown paper bag and golden logo, reflects the brand’s luxury heritage. In-store technology and audiovisual displays create immersive experiences, while pop-up events and collaborations generate excitement and social media coverage. Partnerships with renowned photographers and influential personalities amplify Burberry’s global reach. Through high-class magazines and visual media, the brand effectively promotes its products. Burberry’s promotion mix captivates audiences, communicates brand values, and drives sales.
Burberry Brown Paper Bag and Golden Logo
Burberry’s marketing mix encapsulates the brand’s commitment to excellence and innovation. As the fashion landscape evolves, Burberry remains at the forefront, setting new standards and inspiring others to follow in their footsteps.
Burberry, the renowned luxury brand, has implemented three notable marketing campaigns that exemplify its innovative and engaging approach.
The Art of the Trench campaign invited customers worldwide to submit their photos wearing Burberry trench coats, fostering inclusivity and creating an authentic community.
Burberry – Art of The Trench
Burberry Acoustic merged fashion and music by featuring emerging musicians in exclusive acoustic performances while showcasing the brand’s clothing, appealing to a wider audience and reinforcing its association with creativity.
The Voices of Tomorrow campaign, in collaboration with Marcus Rashford, empowers youth and advocates for social change, combining Burberry’s fashion with Rashford’s message of hope. Through these campaigns, Burberry leveraged user-generated content, bridged diverse artistic fields, and connected with its audience on a deeper level.
Burberry – Marketing Strategies
Burberry, a renowned luxury brand, has consistently employed innovative and captivating marketing strategies to maintain its position as a global fashion powerhouse. Through a combination of unique initiatives and embracing digital platforms, Burberry has successfully engaged its audience and reinforced its brand image. This article explores seven of Burberry’s top marketing strategies.
Brand Ambassadors
Burberry has strategically partnered with influential individuals to serve as brand ambassadors. Notable figures such as celebrities, musicians, and actors have showcased Burberry’s products, adding a touch of glamor and prestige to the brand. This association not only amplifies brand visibility but also taps into the ambassador’s fan base, expanding Burberry’s reach and attracting new customers.
Burberry and Ema Watson
Video Games
Burberry has embraced the world of video games as a digital marketing strategy. By collaborating with popular gaming franchises, Burberry has introduced virtual Burberry items and fashion collections within the games. This innovative approach not only appeals to the gaming community but also enhances brand recognition among a younger, tech-savvy audience.
B Surf a new interactive game from Burberry
Pop-Up Stores
Burberry has effectively utilized pop-up stores to create immersive and exclusive experiences for customers. These temporary retail spaces, often located in trendy locations or during special events, generate excitement and a sense of urgency. Limited-edition products and interactive installations further entice customers, driving foot traffic and fostering a memorable brand experience.
Burberry Pop-up Store
Social Media Engagement
Burberry has mastered the art of social media engagement, leveraging platforms such as Instagram, Facebook, and Twitter to connect with its audience. Through captivating visuals, behind-the-scenes content, and interactive campaigns, Burberry encourages active participation, cultivates brand loyalty, and creates a sense of community among its followers.
Runway Livestreams
Burberry was one of the first luxury brands to livestream its runway shows, allowing global audiences to experience the excitement of fashion week in real-time. By embracing digital platforms, Burberry extended its reach beyond the confines of exclusive fashion events, engaging a wider audience and generating buzz around its collections.
Artistic Collaborations
Burberry has collaborated with renowned artists and creative minds, blurring the lines between fashion and art. By incorporating unique artistic elements into its designs and campaigns, Burberry captivates attention, sparks conversation, and positions itself as a brand that celebrates creativity and innovation.
Personalized Experiences
Burberry provides personalized experiences through services like monogramming, tailoring, and beauty consultations. By offering tailored options, Burberry enhances the customer’s sense of exclusivity and individuality, fostering a deeper connection between the consumer and the brand.
Burberry – Personalization and Monogramming
Burberry’s marketing overhaul demonstrates the power of innovative strategies for any brand seeking to thrive in the modern landscape. By opening stores strategically in markets with existing competitors and embracing digital channels, Burberry transformed from a cliché luxury brand to a renowned innovator. This bold approach, contrary to industry norms, catapulted Burberry to global recognition as a British heritage icon. Marketers and start-ups can learn from Burberry’s story, embracing adaptability, risk-taking, and technology to stay relevant. By challenging conventions and carving their own unique identities, brands can navigate the evolving market landscape and achieve marketing excellence.
FAQs
What is the target audience of Burberry?
Burberry has carved a niche audience of sophisticated, affluent people with a high disposable income. Its celebrity appeal and strategic store placements in densely populated, affluent, and tourist-attractive cities enhance its aura of exclusivity. By targeting the millennial generation, Burberry tailors its products to their evolving tastes and aims to establish long-lasting connections.
What are the marketing strategies employed by Burberry?
Below are the marketing strategies followed by Burberry –
Emma Charlotte Duerre Watson is one of the leading female faces of the world now. At 31, she has done a lot more than someone could achieve in a lifetime. She’s an actress and activist. She has done incredible movies and worked for women’s rights. She began her career with the role of Hermione Granger in the ever-famous Harry Potter series. She has done a vivid range and whole different shades of characters.
In 2013 after playing the character of the adoptive daughter in the biblical epic “Noah”, she won a British Academy Film and television awards. In 2017 her movie, “Beauty and the Beast” was one of the highest-grossing movies of all time.
Some of her commendable works are “Perks of Being a Wallflower”, “The bling ring”, “Little women” and many more. In 2014, she was appointed as a UN Women Goodwill ambassador. She advocated gender equality through her campaign HeforShe. She’s known a lot for her endorsements with sustainable brands promoting clean goodness. Enlisted below are the most famous and known endorsements of Emma Watson.
In 2009, 19-year-old Hermione playing Emma Watson was roped in for an endorsement with Burberry. She was seen in the advertisements of this posh chic British brand featuring a few of its iconic items. She was seen wearing the label’s famous beige trenches, tartan patterned bags and purses. The posh and glamour of the Brand was indeed repolished by her approval.
Chanel
When she was 18 years old Emma Watson, to the surprise of masses of heavily weighed artisans roped in for an endorsement with Chanel. The year was 2008 and she was a teenager of 18. She advertised the variant Coco Mademoiselle. Due to this, she got two full years of free supply of the same.
Lancome
In 2011, Emma Watson appeared in an advertisement for Lancome perfume. The name of the perfume was TRÉSOR MIDNIGHT ROSE. However, in 2013 she promoted one of their skin lightening and brightening product.
Being a feminist she was not expected to parameterize beauty standards as of colour. There was a great deal of rage against her for this ad. However, she has volunteered to comment that after realising what the commercial aimed towards she immediately came out of it.
Calvin Klein
Emma Watson Calvin Klein Endorsement
Emma Watson is very known for her sustainable fashion. On the 2016 Met Gala red carpet, she wore something too plain to be worn there. Just pants and a train has been worn differently. However, little did we know that the trick was the material used to design this garment.
It was made by Calvin Klein and Eco age by recycling plastic soda bottles. Emma was elated by this endorsement since she could incorporate quite an amount of waste into her wearable. She was also glad by how creativity, technology and fashion could go hand in hand.
Catbird
New York-based jewellery brand Catbird was promoted by Emma Watson in the same year of Met Gala where she demonstrated sustainable fashion from Calvin Klein. In the 2014 Met Gala, she was seen wearing a set of earpieces by catbird. She was probably so much in love with it that she was seen to wear it during her “Beauty and the Beast” promotion events.
Christian Dior
Emma Watson Dior
Emma Watson has been spotted wearing Christian Dior in two of her iconic award shows in 2016 and 2017. They strongly demonstrated feminist properties. Not much is known about this endorsement.
Sustainable Brands Promoted by Emma Watson During Beauty and the Beast “The Press Tour”
Now let’s talk about the brands that Emma Watson wore advertising sustainable fashion. These were the few brands she wore while promoting her movie “Beauty and the Beast” through the campaign “The Press Tour“.
Coltrane Works
Emma Watson promoting Coltrane Works
Founded by Amihan Zemp, this brand’s speciality was organic fibres and yarns from local swiss suppliers only. Items of this brand are designed and made in Switzerland traditionally.
Svilu
Emma Watson promoting Svilu
Svilu is a sustainable clothing brand. This company is Manhattan-based. This women’s wear company makes their garments from sustainable resources.
AnaKhouri
Emma Watson promoting Ana Khouri
This is a brand from Jewellery designer Ana Khouri. She is known for using fair trade gold from local suppliers and small scale mines. The gems which she uses are blood-free. She also handcrafts a few of her pieces in São Paulo Brazil her hometown.
Gabriela Hearst
Emma Watson promoting Gabriela Hearst
Uruguayan designer Gabriela, is known for her traditionally made garments. According to her slow-paced traditional production is the best way to create fashion.
These were the list of brands endorsed by Emma Watson. Emma Watson is one the highest-paid actress and as per a report she makes about $5 to $10 million per year just from brand endorsements. Emma Watson is particular about the brands she chooses to endorse, she believes in sustainable fashion and primarily promotes eco-friendly fashion brands.
FAQ
What is the net worth of Emma Watson?
The net worth of Emma Watson is $85 million as of 2022.
How old is Emma Watson?
Emma Watson was born on 15 April 1990 and is 31 years old.
What is the qualification of Emma Watson?
Emma Watson graduated from Brown University with a bachelor’s degree in English literature.
